We used HCD practices to develop everything for Crushed But Okay. Collaborating with 15-20 year old men and women, we devised the campaign and video series through consecutive co-design workshops and consultative sessions. Together we highlighted the key concerns and knowledge gaps for young men, and then concepted solutions. Next, we iterated and affinity mapped ideas, multiplying until we had almost 100! After shortlisting and voting, the influencer video series was selected as the winning idea. The participants became our consultants, guiding and informing every aspect of ‘Crushed But Okay’ from the branding to selecting influencers to react to real, relatable stories.
Crushed But Okay forms part of Improve Your Play—a project delivered by the Alannah & Madeline Foundation (AMF), in collaboration with Swinburne University of Technology, and funded by the Office of the eSafety Commissioner. Improve Your Play is the first project of its kind in Australia to collaborate with young people throughout the project to co-design resources and interventions to educate young 15-17 year old men “about consent and harmful sexualised behaviours online and equip them with skills to communicate respectfully”(source).
Crushed But Okay is a unique project for AMF creating resources with and for young people rather than educators. The brand and visual identity was selected by young creative advisors as being the most effective to grab the attention and resonate with young men The entire campaign takes a social-first approach to meet young men where they already are—Instagram, TikTok and Snapchat. All videos and social media content were designed 9:16 and 1:1 for Instagram Stories,Instagram posts and TikTok. Four microinfluencers were sourced and selected by youth advisors to increase authenticity and virability of the video concepts.